EComID secures 17 million dollar seed round led by Systemiq Capital

Swedish technology company eComID has secured 17 million dollars in a seed funding round led by London-based investment firm Systemiq Capital. The round also saw participation from Regeneration.VC, Course Corrected, Stadium and returning investor CapitalT.

The Stockholm-based enterprise will use the capital to support international expansion, product development and team expansion. The company develops a shopper context layer designed to personalise online retail experiences.

Portable shopper profiles target return rates

Founded in 2024, eComID has developed a cross-brand platform known as the Shopping Passport. The solution allows consumers to share sizing preferences, fit information and personal taste across partner retail platforms.

The system incorporates Vera, an artificial intelligence (AI) shopping agent designed to deliver sizing analysis, conversational search and product discovery directly on brand storefronts. According to eComID, consumers using the platform generate a 30 percent lower return rate. Retailers integrated with the platform report a 10 percent increase in conversion rates.

Retail partnerships and investor backing

The company currently works with more than 60 retail brands, reaching 20 million consumers every month. Commercial partners include European apparel and footwear brands COS, J.Lindeberg, Axel Arigato, NN07, Peak Performance, Haglöfs, Asket and Swedish sports retailer Stadium.

“AI without context still starts from zero,” stated Oscar Rundqvist, co-founder and chief executive officer of eComID. “The best shopping experience should feel like walking into a store that already knows how to help. We are building the missing layer between shoppers, brands and AI to make that possible.”

Rundqvist added: “This round lets us move faster, enter new markets and build the infrastructure we believe the next era of commerce will run on.”

Lead investor Systemiq Capital counts former Unilever CEO and The Fashion Pact co-chair Paul Polman among its founding limited partners. Swedish sporting goods retailer Stadium has joined as a new equity investor, having previously operated as an early customer. Strategic backing remains in place from H&M Group (H&M), which initially invested in eComID in 2023, while CapitalT reinvested following its initial pre-seed round leadership in 2024.

The funding round also included individual investments from several retail executives, including former Depop CEO Maria Raga, former Matalan CEO Henrik Nordvall, and Primark chief commercial officer Filip Ekvall.